If you tagged @yogi.mp4 or @haqnii on any posts, then this would trigger a mass like event. So these comments would gather a large number of likes (typically hundreds), therefor instagram would display these at the top of posts. Since comments are ordered roughly by popularity on instagram (and also personalised based on accounts you interact with), this meant at the top of many popular posts was @yogi.mp4. This generated a huge amount of interest around who the account was, why it was always being tagged etc. This all generated traffic back to the Indonesian based social media company behind the campaign